CJ CheilJedang Bibigo, Captivating the World, Gets a New Look

Major Campaign Announcing New BI
Han River Chaebitseom Picnic Held on 25th-26th

Bibigo, which has grown into a global brand, communicates with consumers in a new way.

CJ CheilJedang announced on the 21st that it will hold a large-scale campaign to promote Bibigo's new BI (brand identity) along with consumer events.

In February, CJ CheilJedang renewed the Bibigo brand to meet the expectations of global consumers. The new BI symbolizes a dining table that represents the connection between people sharing Korean food culture. Moving away from the stone pot shape used for bibimbap, it reflects the intention to expand the scope of K-food and lead global food culture. Unlike before when only English was used, the new BI includes Hangul as well to emphasize that it is a Korean brand.

First, a campaign video with the message “Make the renewed Bibigo world more delicious” was unveiled. Along with this, a Bibigo character using the new logo was also introduced. The video depicts consumers of various nationalities and age groups gathering to enjoy the newly updated Bibigo products, conveying Bibigo’s transformation that has changed dining tables worldwide. Featured products include Bibigo dumplings, which lead overseas markets with global popularity, Bibigo K-Street Food that the global MZ generation can enjoy without burden, and Bibigo Bon Galbitang, which offers restaurant-level taste quality.

Various consumer events will be held both online and offline. First, on the 25th and 26th, the “Bibigo Supermoon Picnic” will be held at Chaebitseom in Banpo Hangang Park, Seoul. To brightly announce the new look, a 10-meter giant moon sculpture engraved with the Bibigo logo will be floated on the Han River. Participants will be provided with K-Street Food items such as tteokbokki, whole shrimp dumplings, bungeoppang, and gim-mari, along with picnic mats and air beds to enjoy the picnic together.

On the official mall CJ The Market, a special exhibition will be held from May, and various prize events will be held for customers who purchase Bibigo products with the new packaging or post SNS verification. Prizes include a Mini Cooper, Bibigo Supermoon Picnic invitations, and Bibigo goods. The Bibigo character will also be made into KakaoTalk emoticons and distributed for free. Additionally, in June, special sales events offering up to 50% discounts on CJ CheilJedang products will be held sequentially across various online and offline distribution channels. Customers who purchase Bibigo products will receive summer goods made to commemorate the renewal, such as a Bibigo picnic mat, air bed, toy camera, beach towel, and cooler bag.

A CJ CheilJedang official said, “We hope this campaign will widely promote the new Bibigo,” and added, “Based on the new BI, we will strive to enable people around the world to enjoy delicious lives beyond Korea.”